Business Ethics Project

Creation of an FMCG product

Essen Enterprises

FMCG: OVERVIEW
FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover & are relatively cheaper. After 4 years of dull performance in

both revenues & profits, FMCG sector

has now, i.e., since 2005, gained the momentum, principally because of the smaller companies that have substantially improved their market shares at the cost of larger players, & in some cases, the regional players.

The following factors make INDIA a competitive player in FMCG sector:

1) Availability of raw materials: 2) Labor cost comparison: 3) Presence across value chain:

FMCG SECTOR OUTLOOK.

1) 4TH largest sector in the INDIAN economy 2) Total market size of Rs.60,000 crore 3) Generates 5% of total factory employment in the country 4) Creating employment for 3 million people 5) A well established distribution network, 6) Intense competition between the organized & unorganized segments, 7) Low operating costs,

8) And the growing middle class open up huge

opportunities to FMCG companies

Smoking & the Rest

Tobacco has been variously hailed as a gift from the gods, a miraculous cure-all for life's physical ills, a solace to the lonely soldier or sailor, a filthy habit, a corrupting addiction, and the greatest disease-producing product known to man.
Oral mucosal changes from Smoking ORAL CANCER TOOTH DECAY, ABRASION AND EROSION CARIES (Tooth decay) & ALTERED TASTE

LEUKOPLAKIA
SMOKER'S MELANOSIS HAIRY TONGUE

ABRASION
EROSION DIMINISHED BLOOD FLOW POOR PERIODONTAL ATTACHMENT INCREASED SALIVARY FLOW

SINUSITIS

Essen Enterprises
Smokers Toothpaste Launch Plan
2011-2012

Healthcare for Care

Table of Contents

Nature of Business Start up Summary Product Description Competitive Comparison Major Competitors Technology and Machinery Marketing Plan Advertising Financial Plan Conclusion

Name & Address of Business Manufacturing and selling of healthcare products. Essen Enterprises and this Business will be established in the city of Mumbai in Maharashtra. Head Office: Mulund Factory unit: Panvel

Nature of business
This business will be a partnership entity Essen Enterprises will be a manufacturer, distributor and Marketer of healthcare products. The finished products with our trademarks will be sold in India.

Executive Summary for OroCusp-The Smokers toothpaste

Objective - It is to provide such a product to the people that can be used to cure all oral cavity implications due to smoking and lead in the segment. Goal - Strong commitment of our management and associatesto become more competitive and to accelerate growth in a manner that creates value for our customers.

Start-up Summary
The companys expected start-up expenses 20 lakh, assets 2 crore, and investment 50 lakh and Investors share 1.5 crore.

2 1.8

Rupees (in crore)

1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0

Expenses

Assets

Investment

Investors

ProductsProduct Brand Name: OroCusp Type: Smokers Toothpaste

Product Description & Charateristics

It contains, in addition to cavity fighting fluoride, the proprietary's uppers mile ingredient, CALPROX, proven to actually dissolve the protein pellicle that clear, sticky film on teeth to which plaque and stains remain
This effectively removes stains, even those caused by coffee, tea, tobacco and red wine, in as little as twelve days (when used properly on a dry toothbrush). Moreover, it's 75% less abrasive than the permissible standard set by The Indian Dental Association guidelinesand completely safe and gentle for teeth and gums. Your teeth will feel and look noticeably smoother, cleaner and shinier from the very first It considerably reduces the harmful altercations of smoking on your oral cavity.

Competitive Comparison
We have made a comparison between our product with the competitors product following is the comparisons:
Eucryll Clinomyn OroCusp

It consists of a slight It has found to be It has eradicated all quantity of zyphon consisting of plaque these issues with chemical preservatives. related preservatives inclusion of herbal essences

20% CO2 Very Abrasive

12%-15% CO2 Considerably abrasive

2.85 % CO2 5.25 % abrasion

Major competitors

Technology

Equipments For Production:1. Paste and ingredients mixing machine.

2. Paste insertion machine (Fills the Paste in the tubes)

3. Testing machine For medical testing of the quality of OroCusp

4. Cap Fixing Machine This is the machine for fixing the caps in tubes.

Cost of Production per unit

Particulars Raw materials Labour Machinery Administrative expenses S & D Expenses Other Miscellaneous Expenses Total Cost/Unit 10 3 5 5 5 2

30

Marketing Plan Price(First 2 Quarters)

Strategy

Cost per Unit(Rs.)

Niche-positioning strategy

45

For Dental Professionals 35

Brand Building and Corporate Identity

A distinct brand identity that stands out from the crowd in a meaningful way. Integrated messaging across media. Strategically aligned and creatively driven ads - newspaper, magazine and other print media. Traditional outdoor collateral like hoardings, banners and bus-panels as well as shop signages & wall paintings. Traditional outdoor collateral like hoardings, banners and bus-panels as well as shop signages & wall paintings. Include theme ideation, pre-invitation mailers, stall backdrop design, event collateral design, AV presentation

Campaign Print

AV/ Multimedia

Outdoor

Events, Exhibitions and Promotions

Internal Communication

Customer Sensitivity, Employee/ Customer Feedback, Training/ Induction, CSR

Newsletters, brochures, presentations, white papers, case studies, data sheets Communicating on a one-on-one basis with your target audience

Sales and Marketing Collateral Direct Marketing

Branding
Essen Enterprises considered many different names, which included Orocure, Heal 32, Origel etc. However it was decided to name the toothpaste as OroCusp because we did not want a name that could lead customers to associate it with the already existing ones in the market. This is called cannibalization.

Promotion
Promotion Budget:- 700000 Initial. 300000 in the First quarter The companys promotion plan is to induce trial . We plan to promote the OroCusp, by offering a free toothbrush (medically approved) or a fifty percent off coupon that could be put towards any other size of toothpaste to every consumer

Packaging
Slim stick tubes that are cigarette shaped for visibility value Packs depicting all ingredients quantifying necessary regulations of IDA Travelling tubes-Small tubes for travelling convenience

Place
Dentists, Plastic surgeons Drug stores Large retail stores Department stores.

Visiting Cards
Essen Enterprises Healthcare for care...
Manufacture & Distribution for Healthcare Products Sunny Sadnani Proprietor

Essen Enterprises Healthcare for care...

Upcoming Undertaking: OroCusp-The smokers toothpaste A first if its kind novelty healthcare toothpaste especially to cure plaque, stains and cancerous roughage to the oral cavity. Dental Representatives, Contact for Bulk orders Email: www.eenterprises.com 0222-12345678

www.essenenterprises.com 9987296640

Financial Plan
Start-up Summary Start Up Capital Land -------------------------------- 1,50,00,000 (2acre) Construction------------------------- 25,00,000 Machinery----------------------------11,55,000 Licensing-----------------------------10,000

Total = Operating budget for one month

Expenses Rent (Telephone and Electricity) Salary Depreciation Insurance Advertisement Total

1,86,65,000 Rs

In Rupees 10,000 74,500 9,625 2,100 70,000 1,66,225

Initial Marketing/Visual Expenses

Expenses In Rupees

Hoardings(in prime locations) In Local Area Hoardings Leaf Lets (1,00,000) News Paper ads(18*12) Road shows

50,000/Each 25,000 20,000 34000/daily 30,000

Total

4,65,000

Contact : Essen Enterprises www.essenenterprises.com Telephone:123456789 Fax:12456789 Email enquiries :OroCusp@ee.com

 GROUP MEMBERS:
VICKY WADHWA-117 SUNNY SADNANI-98 SHEJAN BATLIWLA-62 ASHISH MATAI-119 ZEESHAN NAIK-85 FAISAL SHAIKH-104